The shift from solely consumer-direct into business-to-business comes as the brand grows its list of suspension tools and components.

“As we transition from a service provider to a true hardgoods manufacturer, we realise the need for partners who can, with the same level of precision, function as extensions of the Push brand,” said president and founder Darren Murphy.

Push’s new director of sales and business development Mike LaHaie will oversee the shift. LaHaie joined the company from a successful career in the investment world, most recently as the managing director of a prominent Denver-based firm.

“Joining the cycling industry is an amazing opportunity to combine my skills and my passion,” said LaHaie, “The opportunity to apply my expertise and experience in the cycling world, and for a tremendous brand like PUSH no less, sends me off to work each day with a huge smile on my face.”

Push’s current product range includes an expansive line of suspension tools and components, including the Elevensix rear shock and ACS3 fork coil kit.